Sales of Mild Wines and Strong Beers in Finnish Grocery Stores Surpass Expectations

In recent times, the sale of mild wines and strong beers in grocery stores has attracted the interest of customers. According to K group, sales have exceeded expectations, while S group is still evaluating their popularity. The law change allowing the sale of alcoholic drinks with up to eight percent strength in grocery stores came into effect recently, leading to an increase in sales of mild wines and strong beers.

Both retail groups emphasize that it is too early to draw long-term conclusions about the sales trend of these new products. The two-week sales period coincided with Midsummer week, which typically sees an increase in alcohol sales compared to a normal week. During Midsummer, sparkling wines were particularly popular for S group, while white wines remained the best-selling category for both retail groups.

Kesko estimates that the market for alcoholic beverages with less than eight percent alcohol content in Finland is around 15 million euros and predicts significant growth in this market. The S group has noted that white wines and stronger lager beers have been particularly popular in their stores. Both retail groups are closely monitoring the sales patterns of mild wines and strong beers to assess their overall impact on their businesses. Before the law reform, it was anticipated that smaller stores and those without Alko outlets would benefit from the sale of mild wines in grocery stores. However, both groups are waiting for more data to analyze location-specific differences and trends in consumer behavior.